ExpoImaging today let us know that their very useful ExpoDisc Digital White Balance Filters will soon be available in Ritz Camera and Image stores nationwide as well the rest of the Ritz Camera family and online. "The ExpoDisc design enables it to receive, scramble and transmit light from a wide angle in front of the disc through to the camera’s image sensor for a faster, easier and more accurate white balance correction. This produces excellent results, even in mixed light."

Press Release:

RITZ CAMERA CENTERS ADD EXPODISC TO STRENGTHEN LIGHTING EQUIPMENT AND DIGITAL CAMERA ACCESSORIES OFFERING

Ritz Camera Family of Stores Nationwide Now Market the Fast and Easy ExpoDisc Digital White Balance Filter

MORGAN HILL, CA., June 26, 2006 – ExpoImaging Inc., the pioneer in diffusion filters that allow professional and consumer photographers and videographers to quickly color balance at capture, today announced that its ExpoDisc Digital White Balance Filters are now available for purchase in more than 300 Ritz Camera and Image stores nationwide, as well as through the Ritz Camera Family of Wolf Camera, Kits Camera, Camera Shop, Inkley’s Camera and the Ritz Interactive e-Commerce sites. As part of an aggressive campaign to significantly increase its photographic lighting equipment and digital camera accessory offerings, Ritz Camera has chosen to carry the ExpoDisc, a custom white balance filter that enables digital photographers to improve their color by setting a custom white balance without having to carry, hold, position, or fumble with any of the numerous gray cards, white cards or targets.

“Digital photographers, whether they’re amateurs or professionals, look to our company to provide them with the most effective, affordable and easy-to-use equipment and accessories on the market,” said Dave Dimont, Vice President of Purchasing, Ritz Camera Centers. “Clearly, the ExpoDisc is a valuable and effective tool that improves the photography experience by enabling users to improve their images with better color. As we strive to offer a larger inventory of lighting equipment, convenient and reliable products such as the ExpoDisc should be extremely well-received by our customers.”

The snap-on ExpoDisc is suitable for use with any digital still and video camera with a custom white balance function, including digital SLR and fixed lens prosumer cameras.  ExpoDisc Digital White Balance Filters are available with quick pressure release mounts in six standard sizes: 58mm, 62mm, 67mm, 72mm, 77mm and 82mm, and in flats for the 4x4 and 4x5.65 filter box systems from Lee, Schneider, Chrosziel and Arri.

The ExpoDisc design enables it to receive, scramble and transmit light from a wide angle in front of the disc through to the camera’s image sensor for a faster, easier and more accurate white balance correction. This produces excellent results, even in mixed light.

Each ExpoDisc is manufactured and individually calibrated by hand to strict tolerances of light transmission and color neutrality. Consisting of multiple layers of carefully selected and matched optical grade materials, each ExpoDisc is guaranteed for neutrality (+/- 2%) for demanding photographic professionals.

“Ritz Camera Centers are synonymous with quality equipment, accessories and photo processing, and we are pleased that the ExpoDisc will be available to its customers,” said Erik Sowder, President, ExpoImaging, Inc. “ExpoDisc is the fastest and easiest way to accurate color in even the most difficult lighting situations. Photographers can reduce or eliminate the need for post-capture color adjustments by simply setting their white balance with the ExpoDisc before shooting. We are very excited that Ritz Camera in-store, catalog and online shoppers will now have the opportunity to take advantage of this field-proven solution.”